It’s Istanbul Vibe

Although Istanbul stands as one of the world’s most iconic cities, its global perception had started to fade amid the growing noise of social media and intensified competition among international destinations. To reclaim its unique place in the world’s imagination, it was essential to reintroduce Istanbul’s true rhythm, diversity, and vibrant spirit through a modern lens.

Drawing inspiration from the global “-Vibe” trend, the campaign positioned Istanbul not just as a destination but as a lifestyle. Through a series of cinematic films blending fashion, gastronomy, culture, and entertainment — all supported by original music — IT’S ISTANBUL VIBE captured the city’s dynamic energy and authentic character. Each film showcased a different side of Istanbul — #GoodVibe, #WeekendVibe, #HolidayVibe, #HappyVibe — reflecting the city’s emotional depth through a universal language.